Crisis Averted Using Crisis Communication Strategies to Improve

Crisis Averted: Using Crisis Communication Strategies to Improve Academic Advising for Recovery Students By: Devin Mc. Cain Texas Tech University

TTUA Background and Breakdown Competitive – students who know what they want to major in, they just don’t meet the GPA requirements to officially declare their major. Undecided – students who are undecided in their best fit major and would like more time for Discovery! and selfevaluation. Recovery – students whose Academic Standing is Probation, Academic Suspension, or Additional Academic Suspension and are required to meet with TTUA for Academic Recovery.

TTUA Background and Breakdown • TTU Policy: • Probation: cumulative GPA < 2. 0 • Academic Suspension: cumulative GPA < 2. 0 for two consecutive semesters • Additional Academic Suspension: semester GPA < 2. 0 upon return from suspension • ARP Process: • Reapply for admission • Complete the Academic Success Workbook • Complete an initial 1 ½ hour Academic Recovery Plan appointment with a TTUA advisor • Fill out Academic Recovery Agreement/Contract • *Enroll in a Programs for Academic Development and Retention Course (Probation & Suspension) • *Get Dean’s Approval (Additional Academic Suspension only)

A Crisis… “Crisis: the perception of an unpredictable event that threatens important expectancies of stakeholders and can seriously impact an organization’s performance and generate negative outcomes. ” “Disrupts or affects the entire organization or has the potential to do so. ” “Crises are unpredictable NOT unexpected. ” – W. Timothy Coombs

Crisis Breakdown • Three-stage Approach • Pre-Crisis: Signal detection, prevention, crisis preparation. • Crisis: Crisis recognition, crisis containment. • Post-Crisis • Crisis Management • Prevention (mitigation) • Preparation • Response • Recovery • Revision Crisis Management seeks to prevent or lessen the negative outcomes of a crisis and thereby protect the organization, stakeholders, and industry from harm.

Proactive Crisis Communication Issues Management Risk Management Reputation Management Undecided Competitive Recovery • Issue Management: an issue is a trend or condition that, if continued, would have a significant effect on how a company is operated. • Risk Management: represents attempts to reduce the vulnerabilities faced by an organization. Vulnerabilities are weaknesses that could develop into crises. • Reputation Management: a reputation is an evaluation stakeholders make about an organization.

Crisis Prevention Process 1. ID Resources to Scan 2. Diagnose Vulnerabilities 3. Crisis Management Team • Spokesperson 4. Information Gathering 5. Information Processing • Message Overload 6. Crisis Response • Follow-up 7. Crisis Evaluation

ID Resources to Scan • Student Records: • Transcripts • Mid-term Grades (If applicable) • Semester progress • Campus Resources and Organizations: • Military Veterans Programs • First Generation Programs • Tutoring • Mentor Programs • Social Media • Departmental Policies • Campus Events • Alternative Advisors (Athletic, etc. )

Diagnose Vulnerabilities • Academic Success Workbook • SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats • Outside Influences: Work, Family Obligations, Greek Life, Financial Stress… • ‘X’ Factor • Warning Signs

Crisis Management Team • Departmental/Advisor Training: Initial Training, Advising Academy, Professional Development… • Interoffice Communication: Weekly Meetings, Regular Communication • Other Resources: Learning Counselor/Specialists, Professors, Alternative Advisors, Family Support. • Spokesperson – Assigned Advisor • Relationship Building: Weekly Emails, Appointments, Follow-Ups…

Information Gathering • Data Reports • Initial ARP Appointment – Develop the Relationship • Start positive. • Active Listening. Listen more than you talk. • Create an Action Plan • Should be developed by the student rather than the advisor • Flexible Stability • Set Goals • ID applicable resources • UA Contracts • ARP Follow-up

Information Processing • Most difficult step to assess • Ways TTUA Communicates with Students: • In-person Appointment • Phone Reminder • Phone Appointment • RRO • Other Recruitment Events • Walk-Ins • Email Responses • Birthday Email • Social Media (Facebook, Twitter, & Pinterest) • Blog • Spring and Summer 2014: 55, 510 unique • Website(s) student contacts • Quality Assurance Checks & Registration Checks • Weekly Communication Emails • Program Emails (Discovery! & Pre-Law) • Campus Events • PADR • IS 1100

Crisis Response = ACTION 1. Warning 2. Notification 3. Meeting/Discussion • Implementation of Academic Recovery Plan 4. Follow-Up • Weekly Communication • ARPs

Crisis Evaluation • Student Records • Testimonial • Other ways to evaluate?

Resources • Coombs, W. Timothy. Ongoing Crisis Communication: Planning, Managing, and Responding. 3 rd ed. California, New Delhi, London, and Singaporem Washington D. C. : SAGE Publications, Inc. , 2012. Print. • TTUA Academic Recovery: http: //www. depts. ttu. edu/advising/recover/ • “Giving Life to the Zombies, ” or Helping Students to Reflect on their Stories by Melissa Aday and Maggie Gilchrest-Dunnam

Questions?

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